RedMedia / Digital Brand Marketing / Buzz Marketing / Internet Marketing

Couple of months ago, a very popular brand of sportswear launched a new product. I have watched the teaser invite on TV before it was launched through staging an event. Prior to that, I learned that the new product has already been launched using a cross-media campaign in America. The challenge is to consistently promote the product (of an old brand) using an interactive experience. It has been successfully launched through a new digital marketing concept. Relationship in the marketplace is very effective by creating the buzz. The support of the SMS (short message service) keeps the market closed to the name of the brand. The power of the Internet is the vehicle of the principal platform of this innovative approach that helps the campaign seducing more than 1 million visitors over a couple of months.

Today is the perfect time to launch a product through a distinct way of doing it. Traditional media is an effective support to below-the-line campaign such as event and promo. Launching a product through implementation of an event is dynamic. Event is a below-the-line activity. It is an interactive experience between a product and consumers because you can see the product or service up-close and personal and you can even request for a live demo of the product or a commitment or even a service level agreement in case a service is being promoted. But for the new generation marketing where most working people are online, digital brand campaign is the next wave.

In the early 90s, event management has become the revolutionary way of launching a product. From self-producing concerts sponsored by companies and media networks, it had then elevated to the next level where event already is a part of the marketing program in the entire year. The advertising way of conceptualizing a campaign had gone down to below-the-line activation. The former advertising professionals, production people and technical groups collaborated and influenced the top companies to consider events in their marketing campaign.

In 1999, advocators of tri-media would still continue to harp on traditional advertising campaign. Probably because the network infrastructure for delivering massive amounts of data or files such as video or audio were not there yet. Being the emerging alternative in the industry, event management companies dramatically changed the way companies do business – to reach their consumers and target market. Then, successful companies would continue to embrace the effectiveness of event and promo to create this interactive environment and keep in touch with the market.

Today, a new kind of service must be integrated in order to catch up the ever expanding Internet market. Many marketing people are not yet ready in adopting this new media and website methods as strategic tools in promoting and selling their products because of many different reasons.

Technology will transform every business into a platform where strategy will dominate pure creativity (which most of the time an expression of art, not business). The companies who will step up will stoke the global trend and market with a great innovative mindset in motivating customers. Marketing has already become a Technology. Through the technology, the new way of launching a product is by building a Digital Partnership with clients.

The process of launching a product is a serious job implemented by passionate people who believe in perfection and quick response. Staging an event attracts more people and help them actually see and experience the product. An event gives them another dimension of how the product will fit thier lifestyle. On the other hand, mainstream support elevates the personality of the brand to those who are liquid to spend more money in advertising.

However, marketing pull strategy has becoming more of a dominating force over push strategies through advertising. Brand obsession, usually presented by doing a sing and dance number, is slowly evolving into the digital exposure and relationship marketing that the Internet can now provide. No matter how good your presentation is but if the relationship with your customer does not exist, it will be just another entertainment.

In this new Global economy, the market has become smarter. You need to establish a link between a product and consumers. The alternative way is to strategically create a digital approach of launching your product. The digital event reinvents the way of launching a product and digital brand marketing is needed in taking the lead in business.